From Commodity to Brand: Elevating Construction Materials Through Strategic Branding

By Aniruddha Sinha, Senior Vice President – Marketing, CSR & Business Head – P2P Division, Walplast.

The Traditional Commodity Mindset

The construction materials industry has traditionally been dominated by a commodity-driven mindset, where price points and availability often dictate buying decisions. Cement, brick, wall putty, and adhesives are frequently viewed as undifferentiated products, chosen more for their cost efficiency rather than their quality or value proposition. However, in recent years, there has been a noticeable shift in mindset. With increasing competition, rising customer expectations, and a growing emphasis on sustainability and performance, manufacturers are realizing that strategic branding can transform their products from mere commodities to trusted, value-added brands.

Why Branding Matters More Than Ever

Branding in construction materials isn’t just about logo or packaging and high impact visibility tools. It is about building trust, ensuring consistent quality, and delivering a superior customer experience. According to a McKinsey report on the building materials sector, brand strength is increasingly influencing purchasing decisions among contractors and builders. The report states that 65% of buyers are willing to upgrade and pay a premium for brands they associate with consistent quality and reliable performance. This shift is significant in an industry where, traditionally, the lowest-cost options prevailed.

Differentiation Through Performance

One of the primary drivers behind this evolution is the increasing complexity and specialization of construction projects. Whether it is highrise buildings, green homes, or infrastructure projects designed to withstand extreme climates, today’s construction demands materials that deliver specific, measurable benefits. Branding plays a critical role in communicating these benefits to customers, helping them make well informed choices. For example, a brand that positions its wall putty as moisture-resistant and climate-resilient provides assurance to contractors working in high-humidity regions. This differentiation becomes a competitive advantage in a crowded marketplace.

Sustainability: A Key Brand Pillar

Another key factor fuelling the importance of branding is the rise of sustainability in the construction sector. According to the World Green Building Council, buildings account for nearly 39% of global energy-related carbon emissions, with a significant share coming from construction processes and materials. As environmental regulations tighten and consumers grow more environmentally conscious, manufacturers are under pressure to offer sustainable solutions. Brands that can demonstrate their commitment to green practices—whether through low-VOC materials, recyclable packaging, or energy-efficient manufacturing stand to gain market share. A 2023 report by Deloitte highlighted that 55% of global consumers prefer brands with strong sustainability credentials, a trend that extends to construction materials.

Building Trust Through Standards

Moreover, certifications and compliance with national and international standards—such as BIS, ISO, and NABL—reinforce a brand’s credibility. Highlighting such accreditations builds trust among professionals and assures end-users of product safety and performance.

Digital as a Branding Catalyst

Digital transformation is also accelerating this shift from commodity to brand. In an era where information is readily accessible, buyers research products online, compare specifications, and read reviews before making decisions. A strong brand presence across digital platforms can influence these decisions and build long-term loyalty. Leading brands in the building materials sector invest in comprehensive digital marketing strategies, offering technical content, case studies, and virtual demonstrations to engage with customers. According to recent studies, 79% of B2B buyers in the construction industry use digital channels to research products and make purchasing decisions.

Empowering the Influencers: Channel Partners

Another crucial pillar of branding is empowering Channel Partners—Dealers / Retailers / Contractors and applicators—through training programs, loyalty initiatives, and co-branded marketing collaterrals. These stakeholders are often the face of the brand at the grassroots level and significantly impact the customers choice. Their advocacy can organically extend brand influence.

Beyond Marketing: Building a Real Brand Promise

Successful branding in construction materials requires more than visibility. It calls for consistency in product performance, investment in innovation, and a robust post-sales support. This includes setting up customer service channels and helplines to address queries or technical issues—an essential step in building long-term brand loyalty.

Storytelling for Emotional Engagement

Additionally, storytelling has become a powerful tool. Brands that share their journey, legacy, contribution to iconic projects, or community initiatives foster emotional engagement, positioning themselves as more than just product suppliers.

Conclusion: The Future Belongs to Brands

In conclusion, as the construction materials industry evolves, companies that embrace strategic branding will set themselves apart. By highlighting their product quality, sustainability efforts, and customer-centric approach, they can move beyond price wars and foster lasting relationships with contractors, developers, and end-users. The future of construction materials lies not just in the strength of the products but in the strength of the brand behind them.